Leading cybersecurity organisation Proofpoint were looking to create a refreshing, new, integrated, multi-channel campaign for one of the core solutions in their Threat Protection platform – Proofpoint Security Awareness Training, a holistic solution named a Gartner Leader in its Magic Quadrant for six years in a row.
Studies show the pandemic had a major impact on workers’ mental health with most feeling burnt out, emotionally drained, and distracted. Meanwhile, cyber attackers target people more directly than ever, and 95% of all cybersecurity issues can be traced back to human error (IBM Cyber Security Intelligence Index Report).
Proofpoint were looking for a campaign positioning that helped communicate the importance of embracing a people-centric approach to cybersecurity strategy, one that protects an organisation’s greatest asset and biggest risk – their people. In 2021 it was also critical that the campaign creative acknowledged the new dynamics of hybrid workforce environments and reinforced the ‘human’ factor in cybersecurity.
The Just Global team worked with Proofpoint to produce a creative direction which combined both solution value proposition and campaign positioning to form the basis – Everyday Heroes - and campaign tagline - Empowering behaviours. Protecting people. No compromises.
Painting the picture of the new working reality “from offices to kitchens and spare rooms” the campaign positioned people as true everyday cybersecurity heroes, spotting malicious messages, reporting phishing, and avoiding malware – provided they receive the right security awareness education.
The use of simple, yet relatable imagery was a key element in helping build an emotional connection between people and the critical role they play in an organisations’ cybersecurity strategy. Messaging was personal, and centred on themes of insights, improvement, and change. It focused on raising employees up onto their own platforms.
“It was important to keep things simple and people-focused, creating space to let the messaging stand-out. The creation of an 8-bit icon mosaic picked up on key elements of Proofpoint’s brand identity and helped reinforce the idea of multiple threats surrounding people, wherever they are. This was again used in a simple, flowing motion to avoid adding too much noise to the creative and the value proposition.” - John Langstone, Head of Creative at Just Global.
A multi-touch strategy was used for the campaign, incorporating inbound and outbound tactics. Users were driven to targeted landing pages supporting their buying stage, to drive maximum engagement.
Translated into five languages, the campaign was heavily supported by intent data signals from TechTarget to enable targeted reach and levels of ABM targeting across Tier 1 countries from Proofpoint’s target regions (EMEA and APAC). Email nurtures and targeted digital programs were also tied in, ensuring through-the-line integration.
“‘Everyday cybersecurity heroes’ represents true innovation in a crisis, an opportunity to help us reinforce the importance of our people-centric cybersecurity strategy and the critical role that security awareness education plays in helping businesses empower their people to help stay ahead of attackers. The campaign simple architecture, clear positioning, and relatable creatives helped us capture and communicate exactly that – how to stop email and cloud threats with accelerated security awareness education, designed for your everyday cybersecurity heroes.” - Monica Vaz, Demand Generation & Marketing Operations Director, EMEA & APJ at Proofpoint.
Since launching in July 2021 the campaign has delivered results above the defined target, across all metrics. The percentage CTR for LinkedIn and programmatic outperformed against the industry average by 200-300% in all targeted regions. The target CISO audience were the most engaged job title on LinkedIn, and their level of engagement exceeded the benchmark that was set by more than 600%. Programmatic ads were also 60-80% more cost efficient than the benchmark set for CPC.